How to Capture New OEM Parts Customers Through Digital Marketing

The way customers buy car parts has changed a lot over the years. These days, auto parts purchasing is happening almost entirely online. However, many dealerships find making the move to selling online a struggle. Does this sound like you? If so, let me make something very clear: without a website equipped for online shopping and digital marketing strategies to drive traffic to your website, your dealership is missing out on significant revenue.

The benefits of online selling are incredible. You’ll expand your dealership’s reach nationally, drawing in customers actively seeking genuine parts online. And ultimately, you’ll increase profitable revenue and strengthen your dealership’s staying power.

The New Landscape of Parts Sales: Why Go Digital?

People shop for everything online—including auto parts. In fact, online sales of car parts and accessories are expected to jump by nearly 50% over the next few years.

Smart shoppers know how to vet OEM parts sellers online to make sure they're legit. Dealerships hold an obvious edge here as they offer parts directly from manufacturers, eliminating questions about quality that can arise with third-party sellers. However, capturing these customers requires a solid presence where they’re shopping: online.

By building a robust online presence, dealerships can meet this demand and establish long-term loyalty with a growing online audience that values genuine parts.

Benefits of Digital Marketing for Dealership Parts Departments

Here’s a deeper look at how digital marketing benefits parts departments:

1. Reach a National Audience

Digital marketing enables you to connect with customers beyond your local area. Through online selling, you’ll attract parts buyers from all over the country who are specifically searching for your OEM parts. Using online ads and SEO (Search Engine Optimization), you’ll tap into demand from customers you’d never have reached otherwise.

2. Attract Actively Searching Customers

Through digital tools like SEO and Pay-Per-Click (PPC) advertising, you can put your dealership right in front of people already searching for OEM parts. Let’s say someone is looking for brake pads or an air filter—a targeted ad or top search result helps you capture their attention just when they’re ready to buy. Digital marketing doesn’t just widen your reach; it pulls in customers with a real intent to purchase.

3. Increase Profitable Revenue

Digital marketing channels help parts departments make every marketing dollar count. By using these strategies, you’re likely to see a higher return on investment (ROI) compared to traditional marketing. By positioning your dealership at the top of search results, these campaigns attract buyers ready to make a purchase.

4. Future-Proof your Dealership

Building your digital presence now is key to staying competitive over the years to come. Dealerships that adopt digital strategies now will be in a better spot to win and keep market share, setting your dealership up for success as eCommerce continues growing.

Capture OEM Parts Customers With These Digital Marketing Strategies

To make the most of digital marketing, dealerships can implement several strategies:

1. SEO for Parts Inventory Pages

Optimizing parts listings for search engines is crucial for visibility. For example: use keywords related to specific parts, optimize product descriptions, and include detailed information about compatibility. These optimizations will ensure that when a customer searches for a part, your dealership’s website appears high in search results.

2. PPC Advertising

With PPC ads, you can connect with buyers who already know what they need—making it easy to reach high-intent customers. By focusing on specific keywords, like “OEM Toyota brake pads,” your dealership can show up at the top of search results when it matters most. Plus, PPC campaigns can be adjusted to boost conversion rates, so you’re getting the most out of every marketing dollar spent.

3. Email Marketing

Email is a powerful tool for re-engaging previous customers and promoting parts sales or exclusive offers. Regular newsletters can update customers on new parts arrivals, limited time discounts, and seasonal service specials—making it easier to drive repeat sales and build loyalty.

4. Social Media

Social media offers a way to showcase parts inventory, connect with car enthusiasts, and build brand recognition. By sharing tips, parts information, and other engaging content, you can attract followers who could become future customers. Social media also allows for targeted ads, reaching users who have shown interest in automotive content.

5. YouTube

Creating a YouTube channel is a great way to attract DIYers to your business and showcase the unmatched quality of genuine parts. Tutorial videos, installation guides, and product showcases, can help you engage with a wider audience. This visual platform allows potential customers to see the benefits of your parts in action, reinforcing their decision to choose OEM products from your dealership.

Using Metrics to Measure Success and Drive Strategy

To assess the effectiveness of digital marketing efforts, dealerships should focus on these key metrics:

1. Return on Marketing Spend

The great thing about eCommerce marketing? It’s directly attributable. That means you can quickly gauge the impact of your marketing spend using basic reporting tools and further invest in what’s working. The key metrics are ROMs, Return on Marketing Spend, ROAs, Return on Ad Spend and of course ROIs, which is Return on your Investment.

2. Customer Reach & Acquisition Costs

Measuring the number of new customers acquired and the associated costs can help you understand the efficiency of your campaigns. Cost Per Acquisition (CPA) can reveal how much it costs to attract a new customer, providing insights into the most cost-effective strategies.

3. Future-Proofing Progress

Long-term impact is so important. Retention rates and customer lifetime value (CLV) offer insights into customer loyalty and the sustainability of your dealership’s online presence. Tracking these metrics over time helps gauge the effectiveness of digital marketing in building a loyal customer base.

While implementing a comprehensive digital marketing strategy may feel challenging, a well-developed eCommerce approach has proven highly effective for many dealerships. For instance, dealerships like Olympia Nissan and Cherry Hill Mitsubishi have experienced notable revenue growth by streamlining their online parts sales and enhancing the digital shopping experience for customers. With tools that support efficient catalog management and advertising integrations, these dealerships have been able to focus on sales while simplifying backend processes, making it easier to meet the demands of today’s online parts shoppers.

Conclusion

For dealerships looking to increase profitable revenue and reach new OEM parts customers, digital marketing is essential. By embracing these online strategies, you can capture a broader audience, engage customers already seeking genuine OEM parts, and set yourself up for sustained growth in an increasingly digital market.